Financial services | Identity branding

Late 2017 saw the founding of a company offering bespoke financial services to participants in the German art industry. This pitch suggested a conservative lifestyle-oriented pictorial language alongside a solid logo and signet.

The company’s new brand identity was required to carry enough aesthetic clout to be taken seriously by distinguished customers acutely exposed to and dealing with visual art and design. The main challenge lay in retaining the conservative seriousness of a financial service provider, but have it reflect back the aspirational lifestyle aspects of its client base. Borrowing money would thus become a lifestyle choice similar to buying a new sofa or kitchen. Superior results notwithstanding, the company decided to continue on with their in-house designer, as visible in their currently operative identity.